#ott Contextual Targeting

[consulttv]

CTV Programmatic Solutions: Redefining Digital Advertising Strategies

In the ever-evolving landscape of digital advertising, the emergence of connected TV (CTV) and over-the-top (OTT) platforms has revolutionized how brands reach and engage with their target audiences. As traditional television viewership continues to decline and consumers embrace streaming services, advertisers are seeking innovative ways to deliver personalized and impactful messages. This shift has catalyzed the rise of CTV programmatic solutions, redefining digital advertising strategies for brands across various industries.

 CTV programmatic solutions offer advertisers the ability to deliver targeted OTT campaigns with precision and efficiency. By leveraging advanced data analytics and automation technologies, advertisers can reach specific demographics, interests, and behaviors across a multitude of streaming platforms and devices. This level of granularity enables brands to optimize their ad spend and maximize the effectiveness of their campaigns.

One of the key advantages of CTV programmatic solutions is data-driven OTT targeting. Unlike traditional television advertising, which relies on broad demographic metrics, CTV advertising allows advertisers to harness data insights to identify and engage with highly segmented audiences. Through audience profiling and behavioral analysis, advertisers can tailor their messaging to resonate with consumers on a more personal level, driving higher engagement and conversion rates.

Consult.tv, a leading provider of CTV programmatic solutions, offers a comprehensive suite of services designed to help brands navigate the complexities of the digital advertising ecosystem. By combining cutting-edge technology with strategic expertise, Consult.tv empowers advertisers to unlock the full potential of CTV advertising and achieve their business objectives.

With Consult.tv's platform, advertisers gain access to a wealth of targeting capabilities, including demographic targeting, interest-based targeting, and contextual targeting. By harnessing the power of real-time data insights, advertisers can optimize their campaigns in-flight, ensuring that their messages are delivered to the right audience at the right time.

Furthermore, Consult.tv's intuitive interface provides advertisers with full transparency and control over their campaigns, allowing them to monitor performance metrics in real-time and make data-driven optimizations on the fly. Whether it's adjusting bidding strategies, refining audience segments, or A/B testing creatives, advertisers have the flexibility to adapt their campaigns to changing market dynamics and consumer preferences. 

In addition to targeting capabilities, Consult.tv offers advanced measurement and attribution solutions to help advertisers track the impact of their CTV campaigns. By leveraging proprietary analytics tools and third-party integrations, advertisers can gain valuable insights into campaign performance, audience engagement, and return on investment (ROI). This holistic approach to measurement enables advertisers to optimize their marketing efforts and allocate resources more effectively across channels. 

In conclusion, CTV programmatic solutions are revolutionizing the digital advertising landscape, offering advertisers unprecedented opportunities to engage with consumers in a meaningful and impactful way. By leveraging targeted OTT campaigns, CTV programmatic solutions, and data-driven OTT targeting, advertisers can unlock new levels of efficiency, effectiveness, and ROI in their advertising campaigns. With Consult.tv as a trusted partner, advertisers can navigate the complexities of the CTV ecosystem with confidence and achieve their marketing goals with precision and scale.

[programmatic-marketing-hub]

Kickstarting Your OTT Advertising Journey

If you have subscriptions to Netflix, Amazon Prime, or any other such online streaming platforms, you are an OTT or over-the-top television consumer. This particular mode of entertainment consumerism has caused significant splashes in the entertainment industry and the advertising industry. The variety of content published on these channels and the ease of access to them has taken the world by a storm. As a result, OTT subscriptions have seen a huge spike in the recent years.

In 2021, the OTT video market boasted a staggering value of USD 238 billion. Projections for the near future are even more remarkable. It has been predicted that the OTT market could reach a staggering value of $450 billion by 2027. These number mirror the changing consumer behaviour, with their preferences shifting from traditional linear TV to consuming OTT via connected TV. The ripples of this change is now affecting the advertising world as well, as brands look to OTT as a more rewarding platform to showcase their ads. Advertisers are reevaluating their strategies and looking towards OTT advertising as the new frontier. Some have even gone as far as completely abandoning traditional TV advertising in favor of these fresh and innovative methods.

Why Choose OTT Advertising?

Precise Audience Targeting: OTT provides a variety of techniques for precise audience targeting. It gives you immediate access to data and insights from your selected platform, which you can combine with your own research. The wide range of data allows you to fine-tune your advertising campaign in order to reach your target demographic with pinpoint accuracy. In essence, you can design campaigns that are tailored to your target demographic. What's more, with a multi-channel approach, you can target and retarget the same consumer base across various channels and screens, ensuring your message resonates.

Broader and More Engaged Audiences: One of the key advantages of OTT platforms is their accessibility across multiple devices. This means you can target not only smart TV users but also those using smartphones, tablets, and PCs. According to estimates, approximately 98% of OTT device users watch ads. Unlike traditional TV, most OTT platforms do not offer an ad-skip option without a premium subscription. This translates to enhanced viewer engagement, making your ads more effective.

Real-Time Optimization: With the advancement of modern technology, it is now feasible to track the performance of OTT ads in real time. This dynamic functionality enables you to make budget allocation decisions on the fly. You may monitor and understand which advertising performs best on which platforms, and then modify your financial allocation to maximize your return on investment. For advertisers, real-time optimization is a game changer since it assures that resources are directed where they can have the greatest impact.

Better Safety and Privacy Protection: Ensuring brand safety is paramount in OTT advertising, and this is achieved through precision targeting and real-time reporting. Contextual targeting and transparent reporting are pivotal in this regard. By combining contextual data and categories, advertisers can refine their targeting criteria to avoid inappropriate ad placements and associations with unsuitable content. As privacy changes affect performance marketing, advertisers are seeking new solutions to maintain their ability to target specific audiences. TV screens, being unaffected by cookie deprecation, have emerged as a crucial element in this new era of data privacy.

The Ultimate OTT Advertising Strategy

Your OTT advertising strategy should align with your specific objectives and target audience. The best approach is often to consult with experts in the field, but if you're inclined to take the reins yourself, we can provide a foundational framework for crafting an effective OTT advertising strategy.

Campaign Planning: The bedrock of any successful campaign is thorough research. This involves investing resources in understanding current market trends, consumer behavior, competitor activities, consumer characteristics, demographics, and the perception of your brand by your customers. Armed with this comprehensive data, you can identify the specific data points that are most relevant to your campaign and business.

Audience Filtering Funnel: Based on the research conducted in the initial phase, you should have a clear goal in mind. Depending on the campaign's objectives, you can now narrow down your target audience based on various parameters. For example, you may choose to target a specific demographic living in a particular location who primarily watch sci-fi shows or movies. Alternatively, you can opt to target a specific age group that is more likely to positively respond to your campaign.

OTT Platform Selection: The choice of the OTT platform is a critical decision in your advertising strategy. Different OTT platforms attract distinct types of viewers. For instance, Hulu's subscribers are predominantly younger, while HBO has an older audience. Therefore, the demographics and characteristics of your target audience should be the primary considerations when selecting an OTT platform. The platform you choose should align with the audience you intend to reach.

Ad Content Creation: With your goals and target audience defined, it's time to set the wheels in motion by creating compelling ad content. Keep in mind that OTT ads are typically not very lengthy, so your aim is to convey your campaign's message impactfully and succinctly within a short timeframe. Your ad should leave a lasting impression on the viewer and be memorable from the very beginning.

Purchase Ad Spaces: Once your ads are ready, it's time to show them to the world. But before you do, there's one crucial step: purchasing ad spaces on the platform where you intend to launch your campaign. There are different ways to go about this. You can directly buy ad spaces from the vendors of the OTT platform, or you can enlist the services of an agency like 9MediaOnline to bid for spaces on your behalf. From a cost-effectiveness perspective, working through an agency is often a better option than buying spaces directly from the platform vendors.

Set a Schedule: Once you've secured your ad space, you'll need to create a plan for starting and relaunching your campaign whenever an opportunity presents itself. An agency can help you create a schedule that is in line with the aims and objectives of your campaign. It is critical to frequently check the performance of your advertisements and assess how your audience is going to react to them. You can establish whether your campaign is meeting its key performance indicators (KPIs) based on performance data. If adjustments are necessary, you can modify certain features and parameters to ensure your campaign outperforms its existing metrics. Here too, an agency can be a valuable asset in optimizing your campaign's performance.

In conclusion, OTT advertising equips you with powerful tools to precisely reach your target audience and effectively engage with them. It's a dynamic and evolving landscape that presents significant opportunities for advertisers. The shift towards OTT is not just a trend; it's a fundamental transformation in the way we consume and interact with content. By embracing this shift and crafting a well-thought-out advertising strategy, businesses can position themselves for success in the evolving media landscape. The future of advertising is digital, and OTT advertising is at the forefront of this exciting evolution.

Contact Us for CTV Advertising Services and Related Queries- Click Here

[contextualadvertising]

Why is Programmatic Advertising Rising? Here are 5 Reasons

Involvement of AI and machine learning has always been a difficult change for brands to evolve their advertising landscape. The journey of programmatic advertising wasn't any different. However, in 2021, $418 billion ads were sold programmatically. (Source)

What is a Programmatic Advertisement? 

Programmatic advertising means the automated buying and selling of ad space. 

Through real-time bidding, advertisers can pay for the views instead of Cost Per Impression (CPM).  

In the past, the manual way of media buying gave advertisers the flexibility to work directly with the publishers. 

This method resulted in increased time consumption and cost of ad campaigns due to the need for human interactions. 

How has Programmatic Advertising Reshaped the Advertising Industry? 

Programmatic advertising only emerged after a while it took decades to build. The timeline begins in 1994, with the first banner ad.  

"Have you ever clicked your mouse right HERE? YOU WILL" on hotwired.com as part of AT&T's YOU Will campaign. The CTR of the ad was 40-50% which is higher than industry benchmarks today. 

Two years later, the first ad server, Double Click was created in 1996. In 2000, Google launched Google AdWords, enabling its network to advertise. 

Lastly, in 2013, Google launched its display network Ad Sense. By this time other companies were also in the advertising market but Google’s products gained popularity because of the search engine. 

Currently, the process of advertising is much easier. 

Automated buying and selling eliminated the need for manual negotiations, as real-time auctions now determine the most suitable ad based on algorithms.

Why Programmatic Advertising is Rising? 

Programmatic advertising has seen a significant increase in spending in recent years. 

In 2022, Global programmatic advertising spending was $557.56 billion(Source). 

1. Contextual Targeting 

The advertising industry is persistently changing and so, is the audience. While behavioral targeting methods are still effective; their reliance on third-party cookies poses a significant risk.

Phase out of third-party cookies by Google and a complete ban by Safari and Firefox led to the growth of contextual advertising.  

User engagement increases significantly when the ad is contextually targeted. 79% of users have admitted they engage with brands when their ad aligns with the content. 

Programmatic media buying allows advertisers to better target their audience through an algorithm based on insights. 

2. Better Insights 

The wait for results has been significantly cut short. Unlike traditional advertising methods, advertisers can now access real-time performance data for their ad campaigns, including metrics such as impressions, Click-Through Rates (CTR), and conversions. 

This feature helps advertisers save time, effort, and money by allowing them to quickly identify and modify underperforming ad campaigns.

3. Video Advertising 

Videos are the best way to transfer information because audiences retain 95% of video content more than blogs and other reading content. 

The significant rise in popularity of OTT platforms and Instagram reels indicates the increased consumption of video content. This year, many brands are planning to use video as a powerful tool to reach their target audience. 

Programmatic video advertising is ideal for establishing an emotional bond between your brand and the intended audience. This channel can seize the complete attention of your target viewers, offer an avenue to educate them, improve brand recognition, and cultivate confidence.

4. Flexibility

Programmatic advertising allows advertisers to test various ad formats, placements, and budgets. They can test ad campaigns on different formats to understand consumer behavior. This can benefit them while setting ad campaigns with huge budgets as there will be less ad wastage due to better engagement and conversions. 

5. Ensures Brand Safety

Conventional targeting methods have often resulted in ad placements that jeopardize brand safety, leading to negative consequences for the brand. To address this issue, programmatic advertising platforms offer brand safety measures such as contextual targeting, which uses keywords and contextual cues to ensure that ads are placed in relevant environments. These platforms may also include blacklist features that allow advertisers to exclude certain websites or apps from their campaigns, as well as third-party verification services to ensure that ads are placed in safe environments. While the original text contains accurate information, it could benefit from further elaboration and a stronger introduction or summary.

Conclusion

The AI market is currently worth more than $136 billion and is predicted to grow significantly over the next seven years, with an estimated 13-fold increase in industry value. This indicates that the AI market is expected to grow at a compound annual growth rate of 38.1% between 2022 and 2030. (Source)

By looking at the benefits of programmatic advertising offerings, we can say it depicts a promising future.

[silverpush]

Contextual Video Ads: The New Rules of Effective Engagement

With a worldwide exponential growth of video consumption, the communication standards for bands have evolved in a new model dominated by the importance of video content & video ads. More & more global brands are under immense pressure to keep their engagement levels high, which explains the recent years’ astronomical rise in YouTube revenues.

And, this exponential rise in audience’s media consumption habits has resulted in an all-time high spending on video ads, which has led to the emergence of the new stars in ad-tech industry, who are leading the way by eliminating random placement of ads with contextual video ads. One such rising star in this race is SIlverPush MIRRORS, an award-winning machine learning & AI technology which leverages OTT Computer vision to establish contextually relevant connect between the ad being served & video being watched by a user.

SilverPush MIRRORS automatically identifies everything that happens in the video content, highlighting valuable contextual advertising opportunities for brands who strategically need alignment of audience’s interests & their messaging.

MIRRORS’ AI tech looks for objects, actions, logos, faces, emotions, activities and positive themes that match a particular brand image & ethos.

For example, where previously a baking brand might have only contextually advertised on videos themed on popular culinary shows like MasterChef, SilverPush MIRRORS can now help that brand to locate all the contextual opportunities in a wide range of videos being streamed, attracting eyeballs in millions.

Multiple media research organisations & reports have listed the advantages of AI driven contextual marketing in terms of consistent higher ad-recall rates & view through rates. SilverPush MIRRORS is automated and brand safe, delivering contextual advertising at scale for YouTube, OTT platforms & in very soon for TV media.

In APAC various regional & national regulatory bodies & organisations are in the process of laying down the stronger laws with increased focus on user’s privacy rights. So, the real success stories of AI OTT advertising will have to jump over these regulatory hurdles to make a real difference & establish themselves in the bigger picture.

[technuter]

“Agora is the first RTE PaaS that enables the full spectrum of human interactivity, which can be fully contextualized and embedded into any application, on any device, anywhere” – By, Mr. Ranga Jagannath, Director of Growth, Agora, India and SAARC

How has the growth of the RTE PaaS industry been? Real-Time Engagement Platform as a Service (RTE PaaS) is a relatively newer industry that has been pioneered by Agora and is growing at a rapid pace. Traditionally, video chatting features have been primarily available on standalone apps like Skype, Zoom, or FaceTime, falling under the category of Real-Time Communications (RTC). However, this came with its challenges making implementation difficult. RTE is changing that by enabling developers to build interactive video-chat-centered apps that can scale to millions of concurrent users on any device, anywhere in the world. With the increased adoption of such capabilities, the RTE PaaS industry is growing steadily. How can RTE PaaS be leveraged in an increasingly digital and virtual world? As the world becomes more digital, so is the way we are interacting with each other, be it business-to-business, business-to-consumer, or consumer-to-consumer. RTE PaaS, by being integrated into applications, helps bridge the communications gap in a digital world. RTE PaaS can be leveraged in different ways based on the use cases and the industry one is trying to address. For example, in the gaming or esports industry, the requirement for a game producer could be to offer high-fidelity, seamless live voice capabilities. For e-commerce platforms, the focus could be on visual appeal and quality of the live engagement. For EdTech companies, reach, accessibility and optimal bandwidth consumption could be very critical whereas for telemedicine it may be a completely different set of parameters. Identifying the most appropriate use case, target audience, and picking up the right set of features are keys to successfully leverage RTE PaaS in a growing digital world. How does real-time engagement score over real-time communication? Real-time communication (RTC) includes voice and video chatting, pioneered by apps like Skype, Zoom, FaceTime, and Google Meet, dedicated specifically to communication and limited to point-to-point connections. RTE takes this a step further by introducing the aspect of shared context. To have a truly engaging experience requires shared context. The ability to share the same space, hear the same sounds, see the same sights—these are the details that build bonds. As RTE matures, we will increasingly see people interact with one another as well as with digital content in virtual environments. VirBELA is an example of a metaverse where people engage in a virtual shared campus. Secondly, RTE delivers the full spectrum of human interactivity, including 1 to 1, 1 to few, and few to millions of people, while RTC is usually about 1 to 1, or 1 to few people. Social media influencers today post on-demand video content and hold live events that can reach millions. Worldwide, we are seeing an increase in demand for audience-to-host, host-to-host, and co-watching experiences provided by companies such as Scener. Lastly, RTE is ubiquitous, allowing everyone to interact with anyone, in any app, anytime and anywhere. Whether you’re in your car, in the kitchen or at the park, you should be able to use any device to engage with your favorite apps powered by RTE. Could you give us an overview of the Agora platform? At Agora, we offer a voice, video, and live interactive streaming platform. This platform provides developers with simple-to-use, highly customizable, and widely compatible Software Development Kits (SDKs) and application programming interfaces (APIs) to embed real-time video and voice functionalities into their applications without the need to develop the technology or the underlying infrastructure for real-time engagement. Agora is the first RTE PaaS that enables the full spectrum of human interactivity, which can be fully contextualized and embedded into any application, on any device, anywhere. The platform is easier to scale than a traditional Communications Platform-as-a-Service (CPaaS) and delivers RTE services closer to absolute real-time than a traditional Content Delivery Network (CDN). The focus at Agora has been developer-oriented. We recently launched the Agora App Builder which takes a no-code/ low code approach by empowering both developers and creators with absolutely no coding experience to break out of one-size-fits-all video conferencing solutions and start building custom apps tailored to their specific use case and brand. We also use machine learning in a variety of ways to provide customers around the world with high-quality interactive streaming experiences. Which sectors have seen high adoption of RTE? Since the onset of the pandemic, we have witnessed a steep adoption curve in both education and health tech. In education, RTE platforms can ease the transition to an online education system seamlessly through live videos, a virtual whiteboard, screen share, and full-length recordings. Similarly, while we expected significant growth in telemedicine but were also pleasantly surprised to see the growth surge of real-time engagement for mental wellbeing and fitness. For example, MixPose, a streaming platform for yoga instructors and fitness professionals, used Agora’s API to build live streaming into its platform for yoga instructors leading real-time classes, allowing instructors and viewers to capture the experience of a guided session. Other high growth sectors include gaming, esports, social media, entertainment, and OTT. The pandemic has propelled growth in gaming and esports which is also supported by the increase in usage of customers witnessed on the Agora platform. RTE has allowed gaming and esports companies to integrate live interactive voice and video capabilities with features such as in-game voices, live interaction streaming, and fun AR effects to create an engaging social experience around gaming. RTE is also providing a transformation in entertainment and social media. Social networking app MeetMe makes dating fun by adding live video streaming, and a new generation of workforce collaboration tools like Pragli and Airmeet are facilitating creative brainstorming and networking opportunities that were previously available only in person. Read the full article

[marktayl00r]

How to overcome top business challenges via mobile advertising

business is no cakewalk. It is full of obstacles and difficulties. Encountering obstacles is one thing that all businesses have in common. The thing that sets successful businesses apart, however, is how they deal with them.

Every industry vertical has its own set of business challenges. For instance, telecom operators are experiencing a plunge in ARPU and profitability. Traditional voice and data services are undergoing stagnation and new revenue streams are not growing fast enough to compensate for the shortfall. Complicating matters, they are also finding it difficult to minimize costs and innovate. They are not able to meet the growing customer expectations. The growing sense of disappointment among customers is leading to high levels of customer churn. Mobile Operators are facing cut-throat competition from competitors including existing ones and new entrants like OTT players.

The ongoing pandemic has resulted in a fundamental shift in how businesses approach their challenges. There is a major change in how brands perceive their obstacles and handle them. Businesses around the world have reacted in agile and decisive ways. They are finding superior ways to combat business challenges which can be a daunting task. New lines of communication and superior marketing technologies are being aggressively adopted to address them. In everything, digital marketing is the channel, with traditional marketing being almost dead and customers being the new market-makers, reshaping industries and changing how businesses compete and win. Digital advertising has been disrupted by mobile advertising as socially distanced consumers now spend more time on their smartphones, tablets, and other mobile devices than they do sitting in front of the TV. In order to cope up with the challenges, businesses are fast adapting their advertising campaigns by using mobile advertising platforms and mobile advertising revenue models.

Here are the top business challenges which are being addressed via mobile advertising

1. Increasing Average Revenue Per Customer (ARPU)

Acquisition is not everything when it comes to growing business. Retaining existing customers by looking at ways to increase ARPU can be highly effective as a growth tool. However, increasing ARPU could be tricky for businesses. Businesses should treat customers better and use tools like moLotus to engage with them, offering value, and helping them get the most out of product at every stage of buyer journey thus increasing ARPU. Interestingly, moLotus is offering a potential increase of 2% in ARPU, by executing existing ad campaigns and offers for Telcos. moLotus driven upsells, cross-sells, add-ons campaigns add more value, increasing buyer spending, and in turn, increase your ARPU.

2. Effective Marketing Automation

Marketing automation can improve both the efficiency and efficacy of business. Not only will it save time; it will also ensure that customers receive your message promptly. However, marketing automation could be a tricky task for businesses. They may be carried away by the existence of a plethora of ineffective automation tools. To get the most from mobile advertising, businesses should embrace new-age mobile platforms like moLotus that can help them to successfully automate marketing campaigns. As mobile automation technology continues to evolve, the breakthrough moLotus automation capabilities are meeting the expectations of businesses, doing away with the inefficiencies of mobile advertising. The platform comes as a fresh advancement in technology, empowering advertisers to create a rich automated ad experience.

3. Customer Communication and Engagement

Communicating with customers has been a major challenge for businesses. They often fail to draw the attention of their customers and enter into a two-way contextual interaction with prospective customers. Hyper-personalisation is now the most preferred way of communicating with online customers with tailored products and services. Brands are sending personalized recommendations, offers, and messages to customers securing more attention and action. Next-gen marketing tools like moLotus have become the prime choice of marketers using customer data, AI, and advanced algorithms to precisely personalize mobile marketing campaigns.

Also intriguing and interacting with customers is now easier with moLotus. Businesses can interact with customers about not only products and services, but also their innovative uses of in the context of current situations to help build trust and confidence. Brands should create informative and interactive mobile ad campaigns with multiple response options like SMS, Callback, Click URL, etc. using an innovative advertising platform like moLotus. Also, a variety of rich media formats including video, greetings, brochure, slideshow, and showcase are supported by this platform. They can add product pictures, voice-over, and music, creating attractive storyboards and HQ videos up to 40 sec. In the ad content for interacting with customers.

4. Lead Generation

Lead generation has posed a major challenge for businesses. Mobile advertising has come to the rescue of brands. It is seen as an excellent way of generating and converting leads. Video lead generation campaigns have proved to be more powerful and effective in capturing leads. Mobile lead generation campaigns created using platforms like moLotus can quickly prompt the consumer to buy a product or service.  A moLotus mobile video ad with a tight and eye-catchy message can offer higher engagement. The non-spammy moLotus video ad campaigns are assisting businesses to attract more customers to their products and services.

Businesses can incorporate multiple customer response options offered by moLotus platform in their campaigns, adding more context. The ads build trust among the consumers and generate more leads and revenue than any other online video marketing platform. Research shows that using mobile advertisements can increase product sales manifolds. They are an excellent way of increasing product recalls too. Consumers tend to remember the mobile video advertisements they watched within a month. More people purchase a product or service after seeing a video ad about it on their mobile inbox.

5. Custom Acquisition

Customer acquisition is all about managing and converting leads into actual customers. For businesses, there is a growing need to ensure that the sales pipeline is full of new customers. However, marketers must achieve this without alienating their current customers. Striking this balance is challenging enough. The situation can feel impossible but when you add in the fact that advertising costs are rising and it is becoming increasingly difficult to stand out in a crowded digital marketplace.

A marketing platform like moLotus offers respite by giving unique customer acquisition campaigns. It enables businesses to convert the leads into new customers, building a new customer base. Comprehensive product videos and offers attract potential customers; motivate them to interact, and the real-time automated reporting system organizes every customer response detail and delivers it to the advertisers in a meaningful way.

6. Customer Retention

Existing customers are significantly more likely to spend more than the new customers and recommend the brand to others. Increasing customer retention by 5% can increase company revenue by between 25 and 95%. Given that, customer retention is said to be one of the toughest marketing challenges for businesses. Effectively engaging with your customers and retaining them relies on having the right marketing tools. As a part of a customer retention strategy, businesses should reward loyal customers with special offers, discounts coupons and in return request them to leave reviews. It would be apt to run loyalty campaigns using mobile advertising platforms. One such platform worth mentioning is moLotus. It has a special role to play in enhancing customer loyalty by creating unique loyalty-based mobile ad campaigns, delivered to the customer’s messages inbox for special occasions like birthdays, anniversaries, reminders, and festivals that are custom-branded with options for name, greeting, reward, call-to-action for each customer.  

7. Cost Minimization

During pandemic marketing cost optimization has become the biggest challenge and the top priority for global businesses. The mobile advertising platforms like moLotus have led to the creation of effective campaigns on a shoestring budget. Ad platforms like Facebook are gradually losing their appeal due to burgeoning advertising costs. For businesses in pursuit of a cost-effective marketing platform,  moLotus could be an economical and effective alternative. It is an ideal option for businesses to reach customers on their phones at a lower cost without depending on any app download or data charges. The platforms like moLotus can transform the entire marketing processes and reduce the cost of cold calling, training, printing, and delivery, etc.

8. Targeting Right Customers

A higher understanding of your target market will allow businesses to achieve overall better revenue results with your advertising campaigns. It can be challenging to gain insight into the target market’s demographics and making assumptions can be dangerous. Mobile advertising gives businesses the ability to target audiences based on demography and language to ultimately generate more revenue. With demographic and language-based segmentation, brands can better target their marketing efforts in specific regions. With moLotus mobile ad campaigns, businesses can now target different demographics and languages. Brands are capable of targeting specific customers they think are likely to purchase their product or hire services. Customer data such as age and interests can be used to fine-tune the ad campaigns according to customer needs.

9. Increasing Reach & Scalability

Getting high customer reach has always been a concern for businesses. Post pandemic, marketing campaigns triggered by traditional platforms couldn’t offer the kind of reach and global scalability needed to cater to the emerging tech-savvy and online customer base. Businesses are now relying more on new-age tools like moLotus offering the much-needed massive reach and scalability. Its innovative technology quickly delivers automated messages to the massive customer database directly into their inbox on all mobile handsets, irrespective of phone type or model – 2G, 3G, 4G, 5G smartphones, i-phones, and feature phones without requiring any app or internet connection.

10. Performance Analysis

Well-managed, analyzed and optimized ad campaigns contribute significantly towards business revenues. However, monitoring ad campaign performance could be challenging in the absence of a suitable tool. Mobile advertising platforms like moLotus are enabled with more effective real-time ad tracking and analyzing features. The tool is well-equipped with real-time progressive trackers. These tend to manage, analyze and optimize the campaigns. Research shows that businesses optimizing their campaign performances via moLotus’s real-time tracker are earning considerably higher revenues via mobile advertising campaigns.

Conclusion

Every business has a unique set of challenges that need to be addressed with intelligence and care. Business owners and marketers have to deal with them using creativity and ingenuity. With forethought and tenacity, there is no issue that cannot be overcome. Embracing new mobile advertising tools like moLotus could be a solution to all the major challenges and therefore be used to boost business growth and earn high-margin revenues.

[gupshupapi]

How to Wow Your Customers with a Messaging API?

"Customer service should not be a department. It should be the entire company."

--Tony Hsieh, (late) Former CEO of Zappos Inc.

Smart businesses make a concerted effort to understand their customers better, empathise with their pain points, and address their needs. These qualities have become especially critical in the post-COVID world.

In this new world, more consumers are moving to value-based purchasing and shifting to digital platforms. They demand meaningful brand interactions and great experiences, and expect to be treated as unique individuals, not faceless cases or tickets. For companies, these new trends create both challenges and opportunities to deliver great customer service while establishing a strong competitive position. One of the best ways to create this mutual value is through contextual, two-way communication on customers’ preferred messaging apps. For companies that lack the technical expertise to set up such apps, a ready-to-use messaging API can be a

game-changer.

What is a Messaging API?

A messaging API (Application Programming Interface) empowers companies to easily connect to various messaging services at scale, and incorporate them into their customer service ecosystem with minimal or no coding. It is usually offered by third-party providers like Gupshup with access to global carrier networks to facilitate brand-customer communications via SMS, chatbots, and even live chat.

One of the biggest advantages of a messaging API is that the company does not have to develop or code a backend system for its preferred messaging channels. The API provides all the necessary infrastructure so they can quickly start sending and receiving messages through any messaging app with full security and without delays.

What Can You Do with A Messaging API?

A messaging API makes it easy to build two-way, meaningful communication flows for every customer interaction. A single API supports multiparty conversations across any channel at scale. So as the customer base grows, the API grows along with it, allowing  the company to maintain its high standards for customer service and support.

With a messaging API platform, companies can effortlessly add any or all these apps to their sales, marketing and support setup:

* WhatsApp Business

* Facebook Messenger

* Telegram

* Apple Business Chat,

and more.

One single platform also supports multiple channels: SMS, MMS, OTT, voice, email, IP messaging, etc. Companies can easily add or remove channels to meet evolving customer preferences, without making any major changes to their tech stack. So, there’s no need to write custom code or rebuild an entire architecture to accommodate a new channel every time.

The Advantages of A Messaging API

The most reliable messaging APIs and platforms like Gupshup provide:

* Global reach: To support customers in many countries

* Easy set-up: Code samples, API documentation simplify and speed up deployment

* Reliability and security: The back-end infrastructure is optimised for scalable, reliable and secure message delivery.

* End-to-end support for customer journeys: Perfect for brands looking to engage with customers at multiple stages of their journey

* Automation capability: Firms can add automated chatbots and intelligent assistants to serve customers at any time, even outside business hours or on public holidays.

Always available: For example, Gupshup’s messaging API platform guarantees 99.9% uptime so practically no message ever gets lost.

Compliance with regulations and laws: Send localised and consistent messages that comply with local regulations around consumer privacy and data security.

A Final Word

In today’s challenging buyer’s market, the ability to deliver great experiences and meaningful interactions helps brands win their customers’ hearts and minds. And for this, a messaging API provides a reliable and easy-to-implement solution. 

With the right messaging API, you can engage customers with timely information and targeted messages, send cross-promotions, send time-critical alerts, notifications and verifications. Over the long term, it offers a powerful means to deliver meaningful conversational experiences, and develop strong, trust-based relationships that make customers feel heard, appreciated and valued.

[didanawisgi]

PUBLICATIONS

Van Dam, N. T., van Vugt, M. K., Vago, D. R., Schmalzl, L., Saron, C. D., Olendzki, A., Meissner, T., Lazar, S. W., Kerr, C. E., Gorchov, J., Fox, K. C. R., Field, B. A., Britton, W. B., Brefczynski-Lewis, J. A., Meyer, D. E. (Under Review). Mind the hype: A critical evaluation and prescriptive agenda for mindfulness and meditation research. Psychological Review

Hadash, Y., Plonsker, R., Vago, D. R., Berstein, A. (under review). Experiential selfless processing in mindfulness: Conceptual model and implicit measurement. Psychological Assessment.

Cheek, J., Abrams, E. M., Lipschitz, D. L., Vago, D. R., Nakamura, Y. Creating new forms of school-based education programs that cultivate mindfulness in young people: What the letters can tell us. (in preparation). American Education Research Journal

Perez, D. L.*, Vago, D. R.*, Pan, H., Root, J. Fuchs, B. H., Epstein, J., Clarkin, J., Lenzenweger, M. F., Kernberg, O., Levy, K., Silbersweig, D. A., Stern, E. (in press). Frontolimbic neural changes associated with clinical improvement following transference-focused psychotherapy in borderline personality disorder. Psychiatry and Clinical Neurosciences. (* shared first authorship)

Perez, D. L. Pan, H., Weisholtz, D., Root, J., Fischer, D., Butler, T., Vago, D. R., Isenberg, N., Epstein, J., Silbersweig, D. A., Stern, E. (2015) Altered threat and safety neural processing linked to persecutory delusions in schizophrenia: a two task functional magnetic resonance imaging study. Psychiatry Research: Neuroimaging.

Cheek, J., Lipschitz, D. L., Abrams, E. M., Vago, D. R., Nakamura, Y. (2015). Dynamic Reflexivity in Action: An Armchair Walkthrough of a Qualitatively-Driven Mixed-Method and Multiple Method Study of Mindfulness Training in School Children. Qualitative Health Research.

Kripalu Yoga Research Consortium (listed alphabetically: Gard, T.*, Vago, D. R.*, Noggle, J., Park, C., Wilson, A. (2014). Potential self-regulatory mechanisms of yoga for psychological health: Directions for future research. Frontiers in Human Neuroscience. View in: PubMed

Desbordes, Gaëlle, Gard, Tim, Hoge, Elizabeth A, Hölzel, Britta K, Kerr, Catherine, Lazar, Sara W, Olendzki, Andrew, Vago, David R. Moving Beyond Mindfulness: Defining Equanimity as an Outcome Measure in Meditation and Contemplative Research. Mindfulness. 2014; 1-17.

Davis JH, Vago DR. Can enlightenment be traced to specific neural correlates, cognition, or behavior? No, and (a qualified) Yes. Front Psychol. 2013; 4:870. View in: PubMed

Vago DR. Mapping modalities of self-awareness in mindfulness practice: a potential mechanism for clarifying habits of mind. Ann N Y Acad Sci. 2014 Jan; 1307(1):28-42. View in: PubMed

Orringer DA, Vago DR, Golby AJ. Clinical applications and future directions of functional MRI. Semin Neurol. 2012 Sep; 32(4):466-75. View in: PubMed

Vago DR, Silbersweig DA. Self-awareness, self-regulation, and self-transcendence (S-ART): a framework for understanding the neurobiological mechanisms of mindfulness. Front Hum Neurosci. 2012; 6:296. View in: PubMed

Vago DR, Epstein J, Catenaccio E, Stern E. Identification of neural targets for the treatment of psychiatric disorders: the role of functional neuroimaging. Neurosurg Clin N Am. 2011 Apr; 22(2):279-305, x. View in: PubMed

Mind and Life Education Research Network (listed alphabetically: Davidson, RJ, Dunne, J, Eccles, JS, Engle, A, Greenberg, M, Jennings, P, Jha, A, Jinpa, T, Lantieri, L., Meyer, D., Roeser, RW, Vago, DR. Contemplative practices and mental training: Prospects for American Education. Child Development Perspectives. 2012; 6(2), 146-153.

Perez, D. L., Root, J., Brown,  A., Vago, D. R., Epstein, J., Cloitre, M., Silbersweig, D., Stern, E. “Frontolimbic Gray-Matter Abnormalities in Childhood Sexual Trauma-Related PTSD.” Journal of Neuropsychiatry and Clinical Neurosciences. 2012;  24(2): 12-12.

Holzel, B. K., S. W. Lazar, T. Gard, Z. Schuman-Olivier, D. R. Vago and U. Ott . Perspectives on Psychological Science. “How Does Mindfulness Meditation Work? Proposing Mechanisms of Action From a Conceptual and Neural Perspective.”. 2011; 6(6):537-559.

Min, BK, Yang, PS, Bohlke, M, Park, S, Vago, DR, Maher, TJ, Yoo, SS. INTERNATIONAL JOURNAL OF IMAGING SYSTEMS AND TECHNOLOGY. Focused Ultrasound Modulates the Level of Cortical Neurotransmitters: Potential as a New Functional Brain Mapping Technique. 2011; 21(2):232-240.

Vago, D. R. Nakamura, Y. . Cognitive Therapy and Research. Selective Attentional Bias Towards Pain-Related Threat in Fibromyalgia: Preliminary Evidence for Effects of Mindfulness Meditation Training. 2011; 6(35):581-594.

Vago DR, Nakamura Y. American Psychosomatic Society – 68th ANNUAL SCIENTIFIC MEETING. Mindfulness Meditation Training for Fibromyalgia: A Preliminary Study Investigating Attention-related Bias on a Dot-Probe Task. 2010; 67.

Vago DR, Nakamura Y. Proceedings of the 6th Annual Conference: Integrating Mindfulness-Based Interventions into Medicine, Health Care, and Society for Clinicians, Researchers, and Educators, Center for Mindfulness. Mindfulness Training for Fibromyalgia: Changes in General Symptoms, Perception of Pain, and Associated Brain Correlates. 2008.

Vago DR, Kesner RP. Disruption of the direct perforant path input to the CA1 subregion of the dorsal hippocampus interferes with spatial working memory and novelty detection. Behav Brain Res. 2008 Jun 3; 189(2):273-83. View in: PubMed

Vago DR, Nakamura Y, Volinn E. Proceedings of the meeting, “Toward a Science of Consciousness”. Mindfulness Meditation Training for Fibromyalgia (Chronic Pain Condition). 2007.

Vago DR, Bevan A, Kesner RP. The role of the direct perforant path input to the CA1 subregion of the dorsal hippocampus in memory retention and retrieval. Hippocampus. 2007; 17(10):977-87. View in: PubMed

Vago DR, Kesner RP. Cholinergic modulation of Pavlovian fear conditioning in rats: differential effects of intrahippocampal infusion of mecamylamine and methyllycaconitine. Neurobiol Learn Mem. 2007 Mar; 87(3):441-9. View in: PubMed

Vago DR, Nakamura Y, Volinn E. The effects of mindfulness meditation training on cognitive and emotional biases associated with the perception of pain in fibromyalgia. 2006.

Vago DR, Kesner RP. Society for Neuroscience Abstracts. An electrophysiological and behavioral characterization of the temporoammonic pathway: disruption produces deficits in retrieval and spatial mismatch. 2005; (647.5).

Vago DR, Kesner RP. Society for Neuroscience Abstracts. The role of the direct perforant path in retrieval and detection of spatial change. 2004.

Vago DR, Calder A, Kesner RP. Society for Neuroscience Abstracts. Functional characterization of the direct perforant path into the hippocampus. 2003.

Vago DR, Hone A, Barrett C, Wallenstein GV, Kesner RP. Society for Neuroscience Abstracts. Intrahippocampal blockaded of α7, α3ß2, α2ß4, and α4ß4 nicotinic acetylcholine receptors disrupts early consolidation and acquisition of contextual fear.  2002.

Wallenstein GV, Vago DR, Walberer AM. Time-dependent involvement of PKA/PKC in contextual memory consolidation. Behav Brain Res. 2002 Jul 18; 133(2):159-64. View in: PubMed

Wallenstein GV, Vago DR. Intrahippocampal scopolamine impairs both acquisition and consolidation of contextual fear conditioning. Neurobiol Learn Mem. 2001 May; 75(3):245-52. View in: PubMed

Vago DR, Walberer AM, Kinikini K, Wallenstein GV. Society for Neuroscience Abstracts. PKA/PKC inhibition produces a time-dependent retrograde deficit of contextual fear conditioning. 2000

BOOK CHAPTERS

Roeser, R.W., Vago, D.R., Pinela, C., Morris, L.S., Taylor, C., and Harrison, J. (2013). “Contemplative Education: Cultivating Positive Mental Skills and Social-Emotional Dispositions through Mindfulness Training,” in Handbook of Moral and Character Education. 2ND ed.

Vago, D.R., Morris, L.S., Wallenstein, G.V., Hippocampus. In Encyclopedia of Neurological Sciences, 2nded. Academic Press. 2014.

Wallenstein, G.V., Vago, D.R., Walberer, A.M. Hippocampus. In Encyclopedia of Neurological Sciences, Academic Press. 2001.

IN PREPARATION

Vago, D. R., Pan, H., Young, S., Silbersweig, D., Stern, E.Fronto-striatal-limbic Markers of Clarity in Advanced Meditators During Open Monitoring Meditation Practice.

Vago, D.R., Nakamura, Y. Anticipation and experience of pain in Fibromyalgia: Preliminary functional brain imaging evidence for modulatory effects of mindfulness meditation training.

Vago, D.R., Nakamura, Y. Causal effects of mindfulness and catastrophizing on symptom change for fibromylagia.

Davis, J.H., Analayo, B., Van Dam, N.T., Vago, D.R., Brewer, J.A., Britton, W.B. Attentive and Balanced: Empirical Operationalization of an Early Buddhist Model of Mindfulness

[consulttv]

Effective Strategies For Audience Segmentation In CTV Advertising

Audience segmentation is a crucial aspect of any advertising campaign, and this holds true for CTV (Connected TV) advertising as well. With the rising popularity of CTV and the increasing number of viewers cutting the cord, marketers need to adopt effective strategies to ensure their messages reach the right audience. In this article, we will explore some key strategies for audience segmentation in CTV advertising and the role of CTV programmatic solutions in enhancing targeting capabilities.

Audience segmentation for CTV is all about dividing viewers into distinct groups based on their demographics, interests, behavior, and preferences. This allows marketers to create personalized and relevant ad experiences that resonate with their target audience. One effective strategy is to leverage first-party data, which includes data collected from a brand's own CTV apps or websites. By analyzing this data, marketers can gain valuable insights into viewer behavior and preferences, enabling them to segment audiences more accurately.

Another strategy is to utilize third-party data from reliable sources. This data provides additional insights into viewers' demographics, interests, and purchasing behaviors. By combining first-party and third-party data, marketers can create more robust audience segments and optimize their targeting efforts. For example, a car manufacturer may use third-party data to target viewers who have shown interest in purchasing a new vehicle.

CTV programmatic solutions play a vital role in audience segmentation by automating the buying and selling of ad inventory. These solutions use advanced algorithms and machine learning to analyze vast amounts of data in real time. By using CTV programmatic platforms, marketers can access a wide range of inventory sources and reach specific audience segments with precision. These platforms enable advertisers to target viewers based on various criteria, such as age, gender, location, interests, and even past viewing behavior.

One notable CTV programmatic solution provider is Consult.tv, a company specializing in OTT (Over-The-Top) and CTV programmatic services. Consult.tv offers a comprehensive suite of tools and services to help advertisers maximize the effectiveness of their CTV campaigns. Their programmatic services utilize cutting-edge technology and data-driven insights to enable precise audience segmentation and targeting.

In addition to data-driven strategies, contextual targeting can also be an effective approach in CTV advertising. By considering the content being viewed, marketers can deliver ads that are relevant to the context of the programming. For instance, a sports apparel brand may choose to display their ad during a live sports event or a fitness-related program.

In conclusion, effective audience segmentation is essential for successful CTV advertising campaigns. By leveraging first-party and third-party data, utilizing CTV programmatic solutions, and considering contextual targeting, marketers can ensure that their ads reach the right viewers at the right time. With the help of companies like Consult.tv and their expertise in CTV programmatic services, advertisers can optimize their audience segmentation efforts and drive better results in the evolving landscape of CTV advertising.

Keywords: Audience segmentation for CTV, CTV programmatic solutions, CTV advertising, first-party data, third-party data, contextual targeting, Consult.tv, OTT programmatic services, targeted advertising.

[williamexchange]

Everything You Need to Know About Influencer Marketing on Spotify

When we talk about influencer marketing, what platforms come to your mind? Instagram, Facebook, YouTube, maybe LinkedIn or even Twitter.  Did you even think of Spotify? No, right? Well, you should. Brands and consumers are flocking to Spotify and influencers should follow suit.

Spotify is grabbing the limelight for a number of reasons:

Spotify is the world’s largest audio platform with 217 monthly active users (MAU).

Users are spending 25 hours a month listening to music on Spotify and 44% of users visit Spotify daily.

Spotify’s monthly active user (MAU) base grew by almost 26% YoY in Q1 of 2019.

User-generated playlists attribute to one-third of the total listening time on Spotify. This means you can get great organic reach for virtually no cost.

Is Spotify the Right Platform for You?

As a smart marketer, you need to take a deeper look at Spotify’s user composition to understand if your target market overlaps with the user base of Spotify. Only then, it makes sense to jump onto the Spotify marketing bandwagon.

Research has revealed the following facts about Spotify users:

Region demographics: Spotify users and subscribers are mostly from Europe (36%), followed by North America (29%), Latin America (22%), and then the rest of the world (13%).

Age demographics: 39% of music listeners below 30 years of age consider Spotify as their favourite channel, making Spotify the top choice of millennial music lovers. Further age breakdown of Spotify users shows that the platform is most popular among these age groups (in decreasing order): 25-34 years, 18-25 years, and 55-60 years.

Gender demographics: A Statista survey shows that 23% of males and 20% female in the US are Spotify users.

If your audience falls into the above-mentioned groups, you need to be more active on Spotify. But that isn’t all.

What’s more, you ask? Your content and industry need to match too.

Spotify’s content is dominated by music and podcasts. If your audiences are avid music lovers, Spotify is your ideal match. If your existing and prospective clients are either from the music or the over the top (OTT) media industry, Spotify is tailor-made for you. But this doesn’t mean that other influencers can’t capitalise on Spotify’s popularity.

If you or your brand partners deal with a lot of user-generated content, you have a chance to score on Spotify as user-generated playlists are extremely popular on Spotify, as stated earlier. So, how exactly can you start with influencer marketing on Spotify?

How Can You Do Influencer Marketing on Spotify?

Are you ready to turbocharge your influencer campaigns through Spotify?

To connect with users organically, you have two options:

Playlists

Podcasts

Let’s discuss them one by one, with examples.

Playlists

Playlists are the main attraction on Spotify. It has almost two billion playlists.  What are your chances of standing out in that ocean of content?  To get the answer, you need to understand some basic facts about Spotify playlists.

There are two types of playlists on Spotify:

Spotify-curated playlists: These are recommended by Spotify through its AI-powered algorithm. Brands can also sponsor some of Spotify’s flagship lists.

User-generated playlists: These are created by users or subscribers.

Although you can’t exactly crack Spotify’s algorithm, you can hope to score in the user-generated department. There are added advantages of leveraging user-generated content like the freedom to experiment, negligible production costs, and ease of setting up.

Gymshark, a fitness apparel brand, gets influencers to create branded playlists for promotion.  Since workouts and music go hand in hand, promoting on Spotify makes sense for Gymshark. Their team of ambassadors and influencers are fitness models like Mr.Olympia, Christopher Bumstead. They use their personal favourites to build audio playlists.

Gymshark pitches the playlists via Twitter to their consumers, who are mainly fitness freaks. Partner influencers also spread the word via other social channels like Instagram.

Now, let me guess. You’re thinking you and your clients have nothing to do with music or bands. So, can you make it big on Spotify?

Want to know the good news? It’s not only music-inclined brands that are using Spotify playlists to engage audiences. Spotify is becoming a favourite of people from all walks of life. For instance, fast food brands like McDonald’s and Coca-Cola are thinking of innovative ways to appeal to music-loving foodies.

McDonald's wanted to liven up customers' in-restaurant experience in Latin America using Spotify. They launched a campaign that turns its french fries into a Spotify playlist. They challenged customers to fit their fries on outlines that are printed on their tray liners. Enter Spotify. Customers are told to scan the code on their tray liner to call up a playlist titled "FriesList" containing themed tracks, such as "FriTops of the Moment" and “I'm Out of Fries." While McDonald’s didn’t hire influencers to do the job for them, they came across as a fun brand.

As artists make money out of Spotify playlists, adding them to playlists on your client’s brand page can result in infringement issues. Unlike Instagram, there is no option of declaring “sponsored” posts or reposting on Spotify.

To avoid disputes, Spotify has prescribed some best practices:

Try to include 20 or more tracks in your playlists so that there is no implication of endorsement contracts with a particular artist.

Don’t add more than one track by a single artist.

Avoid tracks by artists who are collaborating with competitor brands or have publicly expressed aversion to values, products, or services that your brand is providing.

Don’t treat your playlists as commercials. They should portray your brand’s personality and vibe, rather than trying to sell anything. You have the option of buying ads on Spotify.

Spotify Stories is the newest update on the platform and it’s a great opportunity for influencers to bundle content based on themes and purposes.  Currently, Spotify is testing the Stories feature with select influencers, such as YouTube megastar, Summer Mckeen.

Similar to Instagram and Facebook, Spotify Stories will contain short video or audio clips that users can tap on, watch, and to move to the next.  You can use album art or animation to make your Story cover photo. By including captivating content in Stories, influencers and marketers can keep followers engaged for longer.

Sponsored playlists provide another avenue to grab consumer attention. Spotify allows brands to sponsor platform-recommended playlists and personalise them for more targeted messaging.

Recently, Spotify opened up its hugely popular Discover Weekly playlist to brands.  What is the Discover Weekly playlist?

Every Monday, Spotify greets its users with a Discover Weekly playlist that contains a collection of 30 tracks specially curated by Spotify’s AI engine. The Discover Weekly playlist displays on users’ pages for one week.

For influencers and brands, this week-long window is an opportunity to get more consistent engagement for their content. They also get to extract more returns for their ad spend.

The high level of personalisation is bound to delight consumers. Owing to the personalised quality of Discover Weekly, listeners are streaming twice the amount of content than users who don’t use the playlist.

Podcasts

Spotify is investing big bucks into podcasts after acquiring podcast startups like Gimlet and Anchor earlier this year. For brands and influencers, this is another avenue to connect with their audiences. With the revival of radio culture, especially in Latin America, podcasts have also risen in the popularity charts.

Unlike social platforms where users spend maximum time browsing and swiping, podcasts get undivided attention from listeners for 30, 60, or even 90 minutes. This sort of engagement is almost unheard of among digital circles.

Spotify is planning to insert targeted ads into podcasts in real-time after collating its rich customer insights. Using the Streaming Ad Insertion technology, Spotify will study a user’s tastes, location, and age to identify ads that will be received favourably by the user. So how can influencers leverage podcasts on Spotify?

Besides creating great content for podcasts, influencers need to pay special attention to distribution methods. An efficient distribution will ensure that your podcasts reach the right audiences.

You can use these battle-tested hacks to perfect your podcast distribution strategy:

Promote your podcasts across channels: You can collaborate with cross-channel podcasts specialists such as Phoebe Robinson to get more visibility for your podcasts. Of course, you will have to spread the word through your website, blog, and social channels too. Apps like Anchor and Simplecast will upload your podcasts and publish them on Spotify, Apple Podcasts, Google Podcasts, and other hosting platforms. They also offer real-time analytics on your show’s performance.

Optimise your podcast’s title and the headline: You can research names that are creative, unique, and contextual for your podcast episodes.

Ready to Start Your Spotify Influencer Marketing Campaign?

Nobody would have imagined that Spotify would become an influencer marketing platform, but it has. If done well, marketing on Spotify is a sure-shot way of reaching out to music-loving audiences. Using the right influencers can further widen your reach. So, what are you waiting for? There’s no better time to get started with influencer marketing on Spotify. And armed with the guide above, you’re ready to get started today.

If you are an individual or company looking for web designing services Avon, CO, Advanced Digital Media Services is the company with the web designing solutions that can help your company grow its online presence. Consult with us when looking to optimize a small business website.

[silverpush]

Making of Mirrors: The AI-driven Content Detection Technology

‘’ We’ll synchronize between TV and digital ‘’ – the words that changed the whole scenario and gave rise to SilverPush’s AI-driven contextual detection technology: Mirrors. The technology runs graphics processor units that monitor TV feeds in real time from set-top boxes. The feed from each TV channel goes to the processor which further breaks it down into audio and video. After this, the adverts are matched and the online response required is then triggered. Mr. Hitesh Chawla, the CEO of SilverPush explained this technology in a simpler way. He said that while watching IPL when the viewers will turn to your phones during the ad break, the viewers will see an ad on Facebook. It was stated that to detect an advertisement with older methods it took about 7 seconds for this process. But with this new platform launched by SilverPush, it takes 0.6 to one second for detection, and hence SilverPush patented this technical achievement. The company has claimed that it has over 100 clients and some are big names like Coca-Cola, Cisco, Spotify and more.

SilverPush has recently raised the second round of funding of 5 million dollars from FreakOut Holdings and the revenue grew over 100% in 2018 and is now targeting 25 million dollars in the next two years.  One of the campaigns that were run by them was for Coca-Cola in Thailand, during the 2018 football World-Cup. Here, the Facebook data was used to synchronize the adverts to a specific demographic. The football fans aged between 18-35 were the prime targets and the creatives were done on the most popular 9 teams of that World Cup. The Key in-game moments like a free kick, goals, half-time, etc were synced with advertisements on social media and finally redirecting to popular food app- Lineman. The technology monitored the TV feed and matched the ad it caught to trigger ott ads on a specific demographic.

Apart from TV, SilverPush has moved on to videos more broadly on the net and otherwise. It is not necessary that the trigger does not have to be an advertisement. It can be anything from a face, logo to emotions. The contextual ad targeting is taken care through this platform. SilverPush plans to expand and perform as a leading platform in the Southeast Region and is sure that with this technology getting better day by day, that day is not far.

[recosense-blog]

Top Trends in Cognitive Computing

As we have arrived in the third decade of computing –the cognitive decade–and it will bring on a fundamental change in the manner humans work with machines. There will be a breakthrough in the way the computers used to function earlier, as with the onset of cognitive computing, various software developers and engineers are bridging the gap between the way the computer functions and the way a human brain thinks. The result is intuitive and interactive however which improves over time and can help humans in expanding their limits of capabilities, increasing knowledge and making well-informed decisions.

Cognitive Computing is a new technology that permits people to communicate with computers using a natural language. Earlier, people used to code or format their text in a manner for the system to understand. For example: if they wish to search something, they used to input the keywords. Natural language processing permits the users to ask questions or speak in sentences while communicating with their systems in the same manner as we talk to another person.

How Cognitive computing works?

Cognitive computing systems are a consistent flow of learning techniques. These techniques employ different processes such as data mining, recognition of patterns and language processing. Although, cognitive computing is witnessing a dramatic change as companies are now engaged in developing Artificial Intelligence(AI) and are competing in the market to get a foothold. Cognitive computing can assist us in realising the accurate AI as it helps in imitating the activity of the human brain. These systems can be useful in developing an automated system for solving complex problems by itself.

IBM is the forerunner of Cognitive computing technology.  The company has made a billion-dollar investment in big data analytics and is now on the verge to spend near to one-third of its R&D budget in the development of cognitive computing technology.

Pillars of Cognitive Computing

The three main pillars of Cognitive Computing are:

Machine Learning

Big Data Analytics

Cloud Computing

Machine Learning

Machine Learning is making the algorithms put to use. The objective of the algorithm is to examine the data and estimate the trends. Normally, there is a set of training data that feeds the information.

You are required to examine this data on several data parameters to determine its efficiency. However, a self-learning feature is necessary for Cognitive Computing. From there itself, Machine Learning comes into the picture.

Big Data Analytics

The processing of huge amounts of information is the function of the human brain. Understanding the relation of any question is essential. Machines can make it happen faster once you feed the data in it.

But there are two forms of data – Organized and Unorganized. Here, Big Data Analytics plays a role in processing the huge data for you and finding the relevant one you need.

Cloud Computing

If you have huge data to process, you need to have high computing power. The demand is continuously changing in cognitive computing. However, scalability becomes a big factor.

From there Cloud Computing comes in the limelight which helps in providing you with scalable resources. This type of environment works great for Cognitive Computing.

Phenomenal Trends Seen in Cognitive Computing

Chatbots

The simulation of human behaviour by computer programs are known as Chatbots. It employs the feature of Natural Language Processing (NLP).

NLP is used for taking inputs from a human. The chatbots are the intelligent feature used by Cognitive Computing. It can analyse the situation and answer you accordingly.

For example, Chatbots such as Google Assistant, Alexa, Siri are all intelligent bots using cloud-based natural language processing. The cloud capacity permits the business to store user based relevant information and offer tailor-made solutions, products, and messages subject to the behaviour and user preferences. These chatbots optimize the cloud computing potential to offer personalised context significant customer experiences.

Sentiment Analysis

Sentiment Analysis is associated with determining various forms of emotion. Emotions are a normal thing in a human which comes out naturally. But you need to train a machine by feeding a set of data conversations.

Sentimental analysis can be put to use by many companies for splitting up the social media conversation. You can examine individual posts, likes, replies, comments, etc. very spontaneously.

Face Detection

The image processing that detects your upper face is known as face detection. The cognitive system is put to use to analyse the eye colours, lips, contours, etc. to scan a face. Once a facial image has been generated, one can easily recognize the face.

Normally, 2D images are used for face detection. However, it can also be performed for 3D models. Primarily, the face detection is helpful in any security surveillance system.

Risk Management

Examining the possibility of unforeseen risks via current trends prediction is all about risk management. This feature does analyze data, instincts, behaviour, etc. It is a mixture of both art and science.

Cognitive Computing supports you to amass data and trends. Depending on this collection, it can create actionable insights. Moreover, an analyst would be a better person to contact for any further details in this regard.

Fraud Detection

Identifying any abnormal transaction results in fraud detection. In order to study the frauds happened, you need to go through the historical data for identifying the reason. From there, cognitive computing plays a vital role.

Trends by Industry

The top cognitive computing trends are clearly witnessed in the following segments:

(1) Cognitive Computing in OTT

Cognitive Computing capabilities are also harnessed to produce Over-the-Top-Content for delivering video-based content in the form of web series and movies. The cognitive technologies allow the learning and classifying the information from different organized and unstructured data may at times be cumbersome. But the substance administration can potentially be benefitted from AI innovation as feeling, image and voice recognition has involved media innovation buyers to increasingly depend on AI apparatuses to cluster and search for substance files. So that, AI can provide support in substance labelling (which is a costly affair). With the fundamentals of metadata, go through the substance administration structure which ends up having more precision in this way which empowers monetization avenues. Artificial intelligence, coined as “cognitive computing intelligence” in media industry claims to track the user client habits of utilization.

Now, OTT is no more confined with Android-backed Smartphone, instead, manufacturers are developing Android TV sets along with apps to necessarily assist the users in delivering Omnichannel experiences throughout the devices.

(2) Cognitive Computing in News Industry

To allow natural human interaction to flow with cognitive computing tools, the IBM Watson platform has assemblage various capabilities such as:

Speech and Image recognition

In-depth text understanding

Detecting emotion and expression

Translation tools

Relation extraction

When a user wants to read, listen or hear news – with the already embedded cognitive abilities in the device can present the news in the form of text, image or voice according to the user preferences.

The latest news update, forums, weather forecast, sports, politics, business, finance –are all under the cognitive controls backed by four API categories:

Language: An API combination, but not restricted to, categorizing natural language text, entity extraction, conversations, converting documents, extracting semantic concept, language translation, retrieval of passage and ranking, relationship extraction, tone analysis and much more.

Speech: An API combination for speech to text conversion and text to speech conversion which includes the potential to train with your own language models.

Vision: APIs to search new perspectives, gather relevant value and take actionable insights from images.

Data Insights: News is a pre-enriched content that comes with a natural language processing which allows the highly-targeted search and trend analysis.

(3) Cognitive Computing in Retail

Cognitive computing permits enterprises to increase human expertise vigorously. The cognitive computing technologies enable consumers to assist the retail industry to discover new opportunities and make rational shopping decisions.

The technologies also provide interactive, adaptive and contextual systems for making and permit retailers for creating quality tailor-made experiences for individual customers. The following are some rapid trends that are transforming the retail industry:

IBM Watson Commerce

IBM Watson Commerce is a software program for managing the business processes of both retail and online merchandisers. It also focuses on enhancing the customer involvement initiatives. The software program put Insights Assistant to use which help merchandisers to recognize abnormal situations in their marketplaces and advocate suitable actions.

Predictive Analysis

Predictive analysis helps online retailers anticipate what the customers would like to buy in advance. This would help them to predict the customers buying choices such as knowing the highest amount for a certain item the customer is willing to pay. It assists them in optimizing their customer service. Their analytical tools search at the several determinants that can assist in generating the desired involvement from the client such as clicking an online product promotion or subscribing to a newsletter.

Voice  Assistants

It is amazing to know the engagement of activated voice digital assistants revolutionising the retail sector. These devices permit the customers to make orders of their preferred product choices and get them delivered within a few hours at their homes.

Direct Purchase via Social Media

Social media platforms such as Facebook, Twitter, Instagram and Pinterest are also navigating the online shopping sales by offering several purchase options. For example: when you see a product suggestion on your social media platform, upon clicking on the product’s image, an application combined with cognitive capabilities will navigate you to the product page. This will help to drive instant traffic on an e-commerce website and enhance the chances of a customer buying a specific product.

Personalized Recommendations

Online retailers use cognitive technology to offer their clients instant personalized recommendations in the form of mobile notifications or e-mail newsletters regarding products they should consider to purchase. This will help the retailers to develop complex insights into their product and generating customer base for a particular product.

Demand Forecasting

To sustain the immediate demand from their customers, online retailers make estimations regarding future demands with the help of demand forecasting. There are a couple of demand forecasting tools that are based on cognitive technology and machine learning will help the online retailers facilitate the precision of deriving probabilities of future demand.

Price Optimization

It becomes difficult for online retailers to accurately determine the price fluctuations responsiveness in their respective markets. This is due to factors such as competitor pricing, supply constraints and complex predictions of customer demands. To face this situation, online retailers can put price optimization tools to use subject to the cognitive technologies for making predictions on how their clients will respond to the price fluctuations of different products or services. These tools help the online retail industry to fulfil their objective of maximizing profit.

[adplatforms]

How programmatic plans to be the pathway to consumers’ minds in 2019

Ad innovation offers value and access to brands as they reach audiences on different platforms or in new environments, says Vishal Parekh, director – sales, Verizon Media

Programmatic will follow the audience in 2019

Over the last few years, any forecast for digital advertising has centred on the growing dominance of programmatic advertising. Zenith recently estimated that 65% of all money spent on advertising in digital media in 2019 will be traded programmatically, adding that it’s only a matter of time before programmatic trading becomes the default method of trading for all media. If you look at the state of programmatic in India, India is the fastest growing country in terms of programmatic ad spending.

Economic efficiency is combined with effectiveness - reaching the right audience with precise targeting -- measurement and transparency. Adobe’s Digital Insightsreveal over 3/4th of consumers online preferring targeted advertising. Programmatic is going to evolve fast. But before we look at the road ahead for programmatic, here’s where it stood at the end of 2018.

Transparency, trust and brand safety were top themes in 2018

READ MORE

A defining moment for digital advertising this year was theEuropean Union's General Data Protection Regulation or GDPR. It paved the way for regulators to protect consumers and keep a check on data privacy violations. It wasn’t long before advertisers realized that the best way for GDPR to work effectively, was for Internet brands to collaborate and come together for an industry-wide framework on transparency. This could eventually set the standard, leading to more effective strategies on targeted advertising and experiences that are relevant to customers, while retaining their trust. 

Another major initiative in 2018 pushed for greater transparency and fraud prevention -- Authorised Digital Sellers, or ads.txt, emerged as an important tool to help ad buyers avoid illegitimate sellers and a secure method that allows publishers to publicly declare the companies, they authorize to sell their digital inventory. Widening the impact, IAB recently opened beta testing of the mobile version of the Ads.txt tool. Overall, transparency and brand safety were big buzzwords in 2018, as key stakeholders in the programmatic ecosystem doubled down on enhancing brand safety, tackling data abuse and online ad fraud.

New formats, emerging technologies to power programmatic in 2019

Today’s advertisers are going where the audience is. They want to reach engaged consumers on a multitude of platforms. The range of ad formats available through programmatic trading is also growing -- like programmatic audio ads, which represents a new buying opportunity. Digital audio is the number one app activity on mobile. Advertisers are increasingly looking at reaching highly engaged podcast and streaming audio listeners in a brand safe environment with programmatic audio ads.

Video advertising is going to be bigger than ever in 2019. With low data prices, and high smartphone penetration, India has become the fourth largest consumer for mobile video ads, according to a recent InMobi India

report. With streaming services catching on and the growth of Over the Top (OTT) video programming, the potential and uptake for video ads follows. The kind of content that is drawing consumers in, will offer publishers a more holistic approach to monetise.

Premium ad innovation will continue to disrupt programmatic advertising. National Geographic used Oath's first-in-market programmatic VR ads to promote its docudrama 'Mars' Season 2. Advertisers can now extend to the virtual world. I see ad innovation offering value and access to brands as they reach audiences on different platforms or in new environments. With the Internet of Things (IoT), consumer products are going to be “experience platforms.” As digital advertising moves to become hyper-contextual, programmatic will be the path to the most effective advertising. A key trend that will pan out is newer applications of technology across the programmatic space. From enabling innovative new ad offerings to evaluating blockchain to combat ad fraud, Artificial Intelligence will see widespread adoption in 2019. Advertisers will leverage it to run smarter, more relevant campaigns through predictive audience targeting, among other uses.For advertiser’s visibility and control will continue to be top priorities moving into 2019. But as importantly, they will continue to seek new opportunities to engage meaningfully with consumers. Against this backdrop, programmatic will be the key to deliver the most pertinent advertising, helping advertisers target new and existing audiences with complete precision.

Source: https://brandequity.economictimes.indiatimes.com/news/advertising/how-programmatic-plans-to-be-the-pathway-to-consumers-minds-in-2019/67977828

[marktayl00r]

Best Mobile Advertising Platforms To Consider In 2021

Mobile advertising continues to experience phenomenal growth, despite the impact of COVID-19 on advertising budgets with brands looking to engage consumers in a socially distanced world largely through mobile video. According to Statista's Digital Market Outlook, mobile will account for 50 percent of ad spending by this year and finally surpass desktop in 2022.

As consumers continue to shift their viewing behaviour in 2020-21, advertisers are following them closely. Advertising revenues from mobile devices continue to grow faster than the overall market, with mobile video advertising increasing its revenue share.

As advertisers grapple with how to reach customers in what is still a largely stay-at-home world, trends highlight the predominance of mobile ads and the rationale for brands delivering ads via a mobile advertising platform commonly referred to as a mobile advertising network.

Many of the top platforms provide an ad management panel or dashboard allowing brand advertisers to create an account and manage ads by themselves.

In this article, you’ll get an idea of the best mobile advertising platforms you can consider for your business this year. So let's get started.

Facebook and Instagram

Facebook has entered 2021 as one of the most successful mobile advertising companies in the world. Facebook app, Facebook Messenger, WhatsApp, and Instagram are the topmost downloaded apps of the decade all owned by Facebook. (Source: App Annie app tracker)

Facebook is well-known for its many targeting options and rich media formats. With Messenger ad campaigns you can target people through interest, behaviour, location and more. You can build an audience and combine ads with retargeting strategy. With lead-oriented ads, you can generate leads, as they allow people to subscribe in just a few clicks.

Despite its strong global presence, Facebook is fighting governments and consumer data privacy regulators across the globe. In late October 2018, Facebook Ads Manager was down for 8 hours, giving headache to marketers. Also, occasional bugs and glitches do bother. The platform has been plagued by hate speeches forcing brands to opt for superior alternatives.

Instagram is a mobile-first platform created with the mobile audience in mind having a good number of targeting options and formats. Ads in case of both Facebook and Instagram are managed via Facebook’s ad platform.

But, it is flooded with an unbearable number of sponsored posts and advertisements. The reason behind this is that both individuals and companies are allowed to promote on the app making it unsuitable for B2B brands. The user experience becomes worse when an advertisement pops up after every few posts.

Ad posts on Instagram do not support clickable links thus lacking interactivity. Advertisers cannot include any clickable link on Instagram excepting in bio. This becomes challenging for users visiting the app. Thus, you will have to think of some creative alternative than links to let users visit your business page on Instagram. Moreover, captions on Instagram must be limited as well.

moLotus

moLotus is an innovative and disruptive next-generation mobile video interaction platform which is fast replacing in-person experiences and campaign redesigns to acknowledge the new normal. With its rich media content, moLotus renders on all kinds of handsets without spamming. The best part is that the platform doesn’t require any app download or data connection. It integrates videos, images, text and links into one message and delivers directly to consumers’ mobile inbox. moLotus is able to deliver millions of hyper-personalized and customized messages per day for clients across industries and geographies for a variety of marketing uses.

moLotus has introduced new revenue models for advertisers. It not only provides video delivery and interaction but also assists in exposure & awareness, customer acquisition, retention, rewards & loyalty, upselling, cross-selling, lead generation, direct sales and more leading to better marketing ROI for advertisers. The platform is capable of scaling revenue and performance for advertisers through easy campaign creation and management, response management, data reports & analytics, transformation and automation API.

moLotus gives the advertiser an opportunity to achieve extraordinary success by transforming and automating customer processes. The ad campaigns ensure high brand visibility & response rate. They improve customers loyalty and earn better ROI.

The breakthrough tech and platform is targeting a $350 Billion Direct Marketing opportunity. (Source: Statista). In addition to $350 Billion, the platform also targets the emerging 1.5 Trillion Digitalization opportunities together with 5G plus Transformation. (Source: Ericsson & Arthur D. Little)

The platform has come to the rescue of Telcos challenged by OTT entrants which have been cannibalizing the telco services. With moLotus has come the unique subscriber data monetization opportunity for the telecom operators leading to the maximization of top-line and bottom-line revenues. It is significantly cutting down headcounts in call centre processes; saving training, compliance, printing and distribution costs. For operators, moLotus is providing a unique way to tap into the global direct marketing spend while leveraging their existing infrastructure together with enterprise and mobility assets.

The globally scalable ad platform has attracted marquee brands in a wide variety of markets namely in banking, finance, insurance, retail, automotive, consumer and even in the government sectors.

TubeMogul

TubeMogul is a leading independent advertising software platform owned by Adobe. It enables you to plan, buy, measure, and optimize global ad campaigns.

The platform offers cross-channel advertising and marketing by providing access to ad inventory across all formats and devices from a single platform. Devices not only include smartphones but also desktops, tablets, and linear televisions too!

You can adopt the platform in 2021 however with limitations. Its reporting feature available to publishers and its ad placement option is quite limited keeping in view options available this year. Scalability is an issue with TubeMogul. If you really want to scale up your campaigns quickly then it is unlikely to help you out making an otherwise perfect platform into a little less perfect!

Airpush (now Airnow)

Airpush is a major mobile ad network providing advanced targeting and optimization technology. It differentiates itself by allowing advertisers to access its advanced, first-party data layer. In 2016, Airpush released the mobi.info advertising platform. Airpush became Airnow in 2020, joining Data and Cybersecurity within the wider Airnow network.

The mobile phone advertising platform allows app publishers the ability to monetize data collected by their apps whether or not the app shows an ad. The platform allows consumers to see fewer ads while increasing their relevance. The platform is integrated into over 250,000 mobile apps, mobile web, and virtual reality properties, as well as one of the world’s largest consumer data marketplaces.

Despite having one of the cleanest interface, targeting, and real-time optimization, the Airnow ads are plagued by slow ad approval times and lack of support.

InMobi

InMobi is also an independent app advertising network with a global reach. It develops an advertisement serving algorithm that helps in optimizing the ranking of the ads served on mobile phones.

InMobi ad platform gives you the opportunity to drive engagement and revenue via personalised ad campaigns. The rich media contextual ads help you cross-sell and re-target users. The platform comes with Adtracker offering tracking for mobile apps, conversions and events.

InMobi is a place to check out in 2021 if you are looking to run app installs but note that the majority of your traffic will come from tier two apps having low-quality traffic in most regions. The platform has less scalability in comparison to its counterparts.

AdColony

AdColony is a mobile video advertising network whose proprietary Instant-Play technology serves razor-sharp, full-screen video ads instantly in HD across its network of iOS and Android apps, eliminating the biggest pain points in mobile video advertising: long load times and grainy, choppy video.

As a leading mobile video advertising and monetization platform, AdColony works with both Fortune 500 brands and more than half of the top-grossing publishers in the App Store. The platform's reach, targeting and optimization tools and services provide advertisers with a superior way to engage mobile audiences at scale. AdColony's app developer tools and services provide publishing partners with ways to maximize monetization while gaining insight needed to continuously optimize content and advertising offerings.

However, in 2021, the platform seems bloated with too many features that advertisers can't exclude if they aren't using them. The process of integration is complicated making it difficult for the advertiser to avail the benefits. Features such as analytics and control panels are standards for mobile ad networks today are less powerful as compared to other platforms.

Conclusion

Which one is the best mobile ad platform in 2021? This question doesn’t have a one-size-fits-all answer. The decision solely depends upon advertising budget, goals, industry, and other niche factors. Although it is quite intimidating to decide the best tool, close scrutiny of the above tools highlights the fact that most of the platforms are app-based and heavily data consuming. The only exception is moLotus which bypasses the need for Internet connectivity. This gives it an edge and superiority. Added to this are capabilities like all-phone playability, scalability, interactivity, hyper-personalization, automation, integration, etc. which makes it a clear winner in 2021.

[tweetadvise]

A Look Back at Upfronts

With Upfront period just barely in the rearview mirror, this seems like as great a time as any type of to take a minute as well as look at just what's altered and also where the TV (and, obviously, digital TELEVISION) market is going.

For those strange, the Upfronts is a series of presentations (a party, really), held in New York every spring, where cord and program networks hawk marketing for their approaching autumn season in an effort to secure a sizeable portion of that advertising and marketing "upfront," in advance of loss premieres. The last seven years have actually seen the increase of the Digital Newfronts, which a lot like the Upfronts seek to assist designers market their electronic video clip ad inventory. As well as while a few of the very same cable television as well as broadcast networks get involved in both, there's an expanding pattern of digital and also even print firms trying to getting "a lot more typical" TV ad dollars.

This year 34 companies took part in the Newfronts, up from 22 in 2013, and a lot of them argue they could do far better compared to standard TELEVISION for advertisers. Baseding upon Variety, electronic video clip advertising is expected reach $7.8 billion this year, up 30% from in 2014. While that's still only one-tenth of the advertisement bucks in the typical TELEVISION market, electronic video clip marketing earnings is growing at 10 times the price of TV. Digital-only business, such as Buzzfeed, Vice, Maker Studios, AOL, as well as Yahoo!, are all seeking to steal eyeballs from the display on the wall for the display in your hand.

More to the point, the Newfronts communicate in more directly to the expanding Millennial generation, which does not watch conventional TELEVISION, opting rather for OTT as well as mobile content in shorter bursts. In a story reported by Ad Age, MTV's star of Girl Code, Carly Aquilino, stated, "... that's how our fans consume material. On their phones, on their toilets." While that could be a little bit of TMI, it does highlight the multi-faceted challenge and also possibility digital tv presents.

Challenge one: TV can take place anywhere, at any time.

In an interview with Ad Age, AOL's president of video and also workshops stated, "Layouts are the brand-new dayparts." Dayparts, in reality, would seem to be fading right into history throughout the board with time changed as well as VOD material. In a globe where most of us have a mobile phone, "phablet," tablet, as well as COMPUTER-- or possibly even all the above-- the experience for the viewer isn't about when, however exactly how, and making that experience contextually pertinent. Meaning, as high as you should make certain the video fits the display, the size as well as content have to fit the quantity of time somebody could actually involve with the format.

Challenge two: There's even more wonderful material than any a single person can possibly enjoy, as well as it's only going to obtain even more crowded.

34 Digital Newfront presentations, combined with all the material program and also cord companies are going to release in electronic, makes for an overwhelming number of selections for audiences and advertisers. A separate Variety post reported that Conde Nast Enjoyment produced some 135 short-form programs in the last 18 months. According to Dawn Ostroff, head of CNE, "You're truly offering throughout a network, so advertisers can purchase a trial or a sector." By the exact same token, programmers should likewise recognize their "wonderful area" for every of these programs at a really particular degree, practically similarly Netflix considers its virtually 80,000 "micro-genres."

Challenge three: Digital styles plead for information transparency as well as accountability.

Advertisers and firms have been demanding for a complete, unduplicated view of readers throughout systems for many years. Component and parcel of that is the capacity to invest properly to reach a target market that lines up with the brand name's sales dreams. The Holy Grail for purchasers and also sellers is showing a direct web link between the advertisement and the conversion to a sale of products and solutions. AOL's One by AOL programmatic platform would allow marketers connect sales across digital systems together with traditional TELEVISION. This is truly just the suggestion of the iceberg right here. More and also a lot more, we're visiting authors on the hook not simply for telling a great audience-and-content tale, but likewise for creating the delighted ending to the song of "checkout" clicks.

Addressing these obstacles in the altering landscape of TELEVISION-- nevertheless you desire to define "TV"-- comes down to information, information, as well as yes, even more data. Developing an interesting encounter throughout devices and also systems means you require to understand the material and also ad-length breakpoints where specific readers remain involved and where they go down off. Getting to the ideal target market throughout a substantial slate of programs indicates comprehending the reader from both the programmer's as well as marketer's perspectives as well as matching that reader to the most relevant content as well as advertisement innovative. Guaranteeing lasting viability of programs and also material platforms total means being able to take all that rich audience as well as content data as well as attribute it to ROI, which will drive more and smarter gets in the future.

[laurelkrugerr]

Branding opportunities on Amazon: Not just for retailers anymore

When you think about Amazon marketing agency and advertising, naturally the retail sector comes to mind. But Danielle Waller, Amazon capability lead at Merkle, made the case at SMX Next last month that brands in travel, entertainment, financial services and even automotive should also educate themselves about the opportunities.

Waller, who has been working with Amazon on behalf of clients for the past six years, is optimistic about the moves the e-commerce behemoth is making to develop new advertising, marketing agency and content offerings that allow brands to leverage its platform and network.

“Understanding that Amazon has over 300 million worldwide user accounts, and knowing that they have a ton of first-party data, this is a really key platform for brands to start to understand and really start baking into their media plans,” she told the audience. “Even if you’re not a retailer, even if you don’t sell on Amazon.”

The first step is to consider your brand message and value proposition, and then think about the ways you can introduce shoppers to what your brand stands for through the various offerings on Amazon and its network.

Amazon Store Page

If you do sell products on Amazon, you should focus on building your Store page — a hub where you can feature all the products you sell and surround them with lifestyle imagery. This free URL is available to brand-registered sellers and vendors, Waller said.

As you set up this Store page, consider the following goals and tactics:

Reflecting your brand values and the lifestyle you associate with your brand so that shoppers recognize it from your website, social media pages or other points of presence.

Incorporate intentional navigation — make it easy for a shopper to fill their cart.

Ensuring creative on your Store page is consistent with any paid media you’re using to send shoppers there.

“They may be there to understand what is different between your brand — and your brand value prop and your product value prop — and other competitors,” Waller noted.

Product detail pages

Enhanced Brand Content (EBC) and Premium A+ Content (PAPC) on Product Detail Pages (PDP) are also key elements for branding for brand-registered sellers and vendors, Waller said. The first is available at no extra cost while PAPC, which unlocks additional media-rich options, involves an extra investment.

“Brands can bring their product differentiation to life in a very brand-centric way [on these pages], because these can be custom images, and they can show the product in use,” Waller said. “A brand can say not only ‘what is my brand identity?’, but ‘how does this product fit into your life?’ And that is why… we suggest using lifestyle imagery to really bring that product to life and communicate the brand personality.”

Amazon Posts

“This is a relatively new format where brands can engage with shoppers on Amazon,” Waller explained. “And, right now, because it’s in beta it’s actually free. So if you’re on Amazon you have media currently running, please make sure that you are checking out [Amazon Posts].”

Waller praises Posts as a great opportunity for brands to echo their existing social media campaigns, because they use the same creative elements. “Because of where these ads, well, not ads, but where these placements show, they will create brand differentiators because they can land directly on your PDP or your competitors’,” Waller said.

Sponsored brand ads and videos

Sponsored brand ads, formerly called Headline Search Ads, and their video counterparts appear on Amazon search results pages (SERPs) and are available to purchase via the ads console. But Waller stresses that they don’t need to be product-centric.

“We’ve seen some really unique ways that brands are bringing this to life,” said Waller. “And this is an opportunity where you can have custom imagery and you are showing lifestyle products. So make sure that, as you have these assets, you’re really being a first mover in differentiating the SERP results.”

Amazon DSP

Amazon’s Demand-Side Platform is available to both endemic and non-endemic brand advertisers, giving them access to inventory on Amazon-owned sites as well as its network. The secret sauce here, says Waller, is the data that Amazon has about its shoppers that can be leveraged in DSP buys.

Consider, also, Amazon-owned sites like IMDB where these ads show. If you’re an entertainment brand, for example, you can tailor your creative to reach that audience on that entertainment-oriented site.

DSP creative can reinforce your brand messaging across Amazon’s network.

Amazon Live

Offering a QVC or Home Shopping Network-like experience, Amazon Live is a fairly new offering that Waller says is a great opportunity to educate customers.

“You don’t just have that 30 seconds or 15 seconds or even a six-second video to try to get your brand message and your brand story out,” said Waller. “You have an opportunity to really set the stage with ‘what educational key components does our shopper need to understand about this product or our brand, and how can I bring that to life in a video?’”

Waller suggests brands take advantage of the opportunity to set their video in a location that reinforces their brand values — in a beautiful outdoor setting for an outdoor brand, for example. Additionally, she notes that a Q&A option is available that lets brands interact directly with customers. Plus, Waller says, Amazon is expected to begin notifying its customers when a brand they follow does a Live production, fostering loyalty to that brand.

OTT

Waller acknowledged that Amazon might not be the first brand that comes to mind for OTT video inventory, but she said that the e-commerce giant is rapidly growing its scale in this arena, recently surpassing Roku. An advertiser might consider delivering video inventory via the OTT offering, then re-targeting those customers in other channels to fortify the brand messaging, Waller suggested.

Out-of-Home

Amazon’s Treasure Truck — which puts on potentially viral-worthy events in cities, informing a list of subscribers — is one chance that may appeal to brands that don’t even sell on Amazon, typically. Another possibly-overlooked type of media is having your brand highlighted on Amazon’s ubiquitous delivery boxes.

A Treasure Truck event and a brand “takeover” of an Amazon box.

“So when all of your neighbors go by, they’re not just seeing ‘Oh, you got something from Amazon,’ but ‘Oh, is that a Chevy truck on that Amazon box?’,” said Waller. “Brands start to see that this is an opportunity to really broaden their traditional media with a lot of fun out-of-home experiences.”

Especially for non-endemic brands

Waller also highlighted some brand-building opportunities available to those in certain verticals:

Automotive: Leveraging data from “Amazon Garage” about the vehicles a shopper owns can help a brand offering them spare parts they might need, and an automotive manufacturer could advertise new cars to them when their vehicle is reaching the end of its life cycle.

Entertainment: Brands can use Amazon’s first-party data as well as contextual info to advertise on IMDB, the ad-supported IMDB TV, and other OTT offerings.

Travel: Shoppers that have recently purchased travel-related items like passport covers or eye masks, for example, could be open to hearing from airlines or hotel chains, Waller noted.

Sports: Shoppers indicating their preferences for certain sports brands in Amazon Fan Shop could be targeted by those brands in other places across Amazon’s network.

Financial services: Amazon has a program that lets credit card issuers offer extra rewards points to customers that designate their card as their primary form of payment, Waller said.

CPG: These brands should consider programs involving Amazon Grocery or Amazon-owned Whole Foods.

“So there are some really really interesting ways that first-party data plus the reach of Amazon can really bring [brands] to life for several of the different verticals outside of just retail,” Waller said.

To view a replay of Waller’s session and access all the valuable SMX Next content, check out the event hub!

More from SMX Next

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

The Content Studio is Third Door Media’s in-house content production, consulting and development group. Comprised of experts in events programming, content experience, research and community management, The Content Studio creates content in multiple media formats on behalf of our editorial brands as well as our sponsors and partners.

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source http://www.scpie.org/branding-opportunities-on-amazon-not-just-for-retailers-anymore/ source https://scpie1.blogspot.com/2020/07/branding-opportunities-on-amazon-not.html